According to the sources of the Wall Street Journal , Google has spent the last few weeks warning publishers that they were some six months to prepare for the arrival of the Chrome Ad Blocker. This should improve the experience of Chrome users from early 2017.

According to the sources of the Wall Street Journal , Google has spent the last few weeks warning publishers that they were some six months to prepare for the arrival of the Chrome Ad Blocker. This should improve the experience of Chrome users from early 2017.

For a little more than a year, it was known that Google had chosen to fight fire with fire, or, more precisely, the rise of ad blockers by means of its own selective advertising blocker . It was also known that the giant planned to lead very hard life to abusive advertising formats, notably by activating by default its device within Chrome, which is none other than the leading browser of the market. In fact, only one major question remained open: how long before impact? The Wall Street Journal reassured advertisers on Thursday that they do not shine either by their exemplary or their responsiveness - they still have six good months to review their copy.

In fact, After the sources of the newspaper, Google has undertaken, in recent weeks, to warn many major publishers, advertisers and agencies. Obviously, the giant did not communicate an exact timetable, but he would have systematically ensured that its device would not be massively activated within the next six months. Yet detection tools already exist and work very well . We can therefore guess that the firm is not far from opening the gates. A deadline of late 2017 / early 2018 appears very likely.

Notable detail: Google does not spare the advertisers calendar. The titan of online advertising, whose initiative is worrying some actors of the Web, also tries to reassure. In order not to offend sensitivities, it absolutely speaks to block ads, but only the " filter ". A clever way to emphasize that he intends to separate the wheat from the chaff according to the principles of the Coalition for Better Ads , and not to type without distinction on competing networks. An analysis tool will also be made available upstream to avoid unpleasant surprises.

It remains to be seen if this filtering will produce the desired effect, namely to dissipate the exasperation of Internet users in advertising overdose and even ultimately reduce the use of blockers in their own right. Tackle according to the Coalition for Better Ads principles , and not tap into competing networks. An analysis tool will also be made available upstream to avoid unpleasant surprises. It remains to be seen if this filtering will produce the desired effect, namely to dissipate the exasperation of Internet users in advertising overdose and even ultimately reduce the use of blockers in their own right. Tackle according to the Coalition for Better Ads principles , and not tap into competing networks. An analysis tool will also be made available upstream to avoid unpleasant surprises. It remains to be seen if this filtering will produce the desired effect, namely to dissipate the exasperation of Internet users in advertising overdose and even ultimately reduce the use of blockers in their own right.